Saudi Cultural Missions Theses & Dissertations
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Item Restricted Digital Transformative Project Report(University of Strathclyde, 2024) Alsulami, Abdullah; McLean, GraemeIn today’s fast-paced world, digital marketing distinguishes itself from traditional marketing techniques. This report establishes the foundational knowledge of digital marketing's importance in promoting skin and hair care in the UK. A situational analysis reveals that the premium beauty market is rapidly growing, with an annual growth rate of 8% from 2022 to 2027, driven by increased consumer spending on high-end products. The target audience primarily consists of women aged 25-45 outside the UK, seeking suitable skin and hair care treatments tailored to their needs. A SWOT analysis identifies strengths, such as low operational costs due to no initial investment, a diverse product range, and targeting a niche market segment. However, weaknesses include low brand awareness, reliance on Amazon, and limited internal capabilities due to scarce resources. Opportunities lie in the rising consumption of personal care products, favorable UK policies attracting more international visitors, the growing popularity of online shopping, and the increasing demand for sustainable products. Nevertheless, Beautise faces threats from potential changes in UK policies, economic downturns reducing consumer spending, market saturation, and intense competition from numerous competitors. The PESTLE analysis highlights a stable political environment, social demand, technological advancements, legal compliance, and environmental sustainability. Customer insights reveal that each segment has specific needs that must be addressed throughout their customer journey, emphasizing the importance of understanding and meeting these unique requirements to enhance engagement and satisfaction. Strategic goals include increasing awareness, driving engagement, boosting conversions, and enhancing the customer experience. This situational analysis provides a comprehensive overview aimed at attracting and retaining women travelers seeking skin and hair care treatments in the UK. The 6-month digital marketing strategy outlined in this report aims to attract women travelers to the UK for skin and hair care treatments through a comprehensive approach. It begins with market research and website optimization, followed by a robust content marketing plan featuring weekly blog posts, video tutorials, and influencer collaborations. In summary, achieving the goal of generating the required traffic through the website necessitates a thorough analysis of the strengths and weaknesses of the marketing plan, overcoming internal and external challenges, and executing the plan with precision and timeliness.15 0Item Restricted Enhancing Market Presence and Brand Recognition for GM Mobility in the UK Wheelchair Accessible Vehicle Market: A Strategic Marketing Plan(University of Exeter, 2024) Waznah, Mohammed; Kurian, AlbyThis report investigates GM Mobility's current standing within the UK Wheelchair Accessible Vehicle (WAV) market and presents a strategic marketing plan designed to boost brand awareness, strengthen market presence, and drive sales. Using the SOSTAC framework, alongside PESTEL and SWOT analyses, the study identifies key external factors impacting GM Mobility’s market positioning, including opportunities and challenges related to digital visibility and community engagement. Findings reveal that, while GM Mobility holds a 25% share in the UK WAV market, it faces barriers such as limited marketing resources and low social media impact. The proposed strategy prioritizes enhanced brand positioning, community involvement, and targeted digital marketing initiatives. Key tactics include launching social media campaigns, improving search engine optimization (SEO), and partnering with influencers to expand reach. Objectives are set to increase brand awareness by 50% within 24 months, achieve a 25% boost in sales within one year, and enhance GM Mobility’s website performance to improve customer experience and online visibility. Through these strategies, GM Mobility is positioned to overcome current challenges, strengthen its market share, and achieve sustained growth in the UK WAV sector.12 0Item Restricted A Model of the Factors Influencing Consumer Usage of B2C/C2C E-marketplaces(Saudi Digital Library, 2023-03-28) Alanazi, Khalid Menwer; Dick, Martin; Maleki Far, SharonThis research aimed to determine the key factors affecting the adoption and usage of B2C and C2C e-marketplace in Saudi Arabia; drawing upon the theories of Hofstede’s cultural dimensions for individuals and the UTAUT2 model. Also, the factors namely Brand Awareness, Security, Word of Mouth, and Value-added services have been included in this study. These factors focus on the depth of e-marketplace and how they interact to influence e-marketplace adoption as well as its usage. This study used a quantitative research approach. A survey was used to collect data from active Internet e-marketplace users. The analysis was carried out using Structural Equation Modelling (SEM). This research adds to the e-marketplace body of knowledge through a theoretical framework which will also show adoption and usage behaviour of consumers in Saudi Arabia. As few studies have investigated this topic, the current study provides a valuable contribution in the field. The findings of this study differs from previous research. Surprisingly, the results show no significant relationship exists between security, word of mouth, value-added services, effort expectancy, facilitating conditions, hedonic motivation, power distance, individualism versus collectivism and e-marketplace use in Saudi Arabia. On the other hand, brand awareness, habit, Masculinity versus femininity, price value, social influence and performance expectancy influences e-marketplace usage. The findings of this study lead to guidelines that will facilitate government as well as business organisations to understand how they can promote and enhance the level of e-marketplace adoption and its usage among potential consumers particularly in developing countries such as KSA. Moreover, it assists in clearing the way for companies to develop their online presence and satisfy their customers’ demand and also, assist the government in developing the e-marketplace sector.23 0